vendredi 7 décembre 2012

Video war

Thank you very much for your attention and for following us during these last months. It is the last post of our blog. We hope you enjoyed our work on these two historical brand.
A good illustration of the war is available on youtube videos:

And for a funny end, here are our favorite commercials about COKE VS PEPSI:

Brand Mantras

Pepsi Brand mantra

Coca Cola brand mantra


Pepsi ,Coke Points of differences and parity

Coke & Pepsi Archetypes

“Archetypes helps us to understand the intrinsic meaning of product categories and consequently helps marketers create enduring brand identities that establish market dominance, evoke and deliver meaning to customers, and inspire customer loyalty – all potentially in socially responsible ways”.
Carol Pearson &  Margaret Mark, The hero and the outlaw

      Coke can be defined as the innocent. Indeed, you can see in their ads the message conveyed that Cola Cola believes in the purity of life, in enjoying nature, friends ans family. It seems that in Coca Cola's world, everything is beautiful like in a paradise. The goal is to be happy, and they clearly show it, from the famous song "I want to teach the world to sing", promoting universality and unity around the world, to the innocent celebration of christmas with a family of polar bears.
Actually, the brand created the modern standarized image of Santa Claus, with his white beard and red uniform. It was in 1931, when the company was looking for a way to increase its famous product sales.
From 1931 to 1964, the company advertising showed Santa Claus delivering toys, drinking a coke, raiding refrigerators...

      When you think about pepsi, the first thing that comes in mind is adventure, self-discovery. Pepsi is more modern than Coke is the way that the message addressed is to think outside the box ( also refering to the competition with the traditional and leader Coke). Pepsi archetype is thus the explorer, its ads deliver the message that with Pepsi, you have a better and a more fullfilling life. Pepsi helps you to discover and experience new things, to be part of pioneers, to express your individualism. It claims autonomy, modernity. These are all characteristics in Pepsi communications, sponsorships...
But Pepsi can also be defined as the Jester. The core desire of jesters is to live in the moment with full enjoyment, to have great time.

Class n°7

Coke keller pyramid

Click on the pyramid for a bigger size

Pepsi Keller pyramid

Coke & Pepsi Brand personalities

The process of positioning a brand or product is a complex managerial task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer, which enables to develop a character statement and thus a personality.
Coca-Cola and Pepsi have always been similar in their “fun and young” personalities, the two brands have always been on separate paths over the decades. On the one hand, Pepsi has stuck with its high energy, music and comedy-driven strategy; on the other hand, Coke can be seen constantly gravitating towards the emotional side of branding.
Coca-Cola ads are about human experience in two ways. First, before global branding strategy becomes the trend we know today, Coca-Cola was embracing diversity. This can be clearly seen in its long-running “I’d like to buy the world a Coke” series of ads, showing people from all over the globe joining together in Coke and song. Nostalgic people, check it out:

Moreover, Coca-Cola is available in countries all across the world. As noticed before, it’s even rumored to be the most recognizable brand, logo and even word on the planet.
When Coca-Cola isn’t targeting diversity, it still has a strong sense of community through universal similarities such as a love for Coke.
The second way that Coke has leveraged the human experience is throughout families.
Pepsi always stayed aimed right at children but Coke seems to know that Mom are the buyers; they played on emotions and feeling moms know and are sensitive too. Coca Cola communicates as the product desired by the whole family and as a daily life product.
This is more an evidence during Christmas period where families are targeted, through for example a polar bear family.

This occurs all over Coca-Cola’s advertising throughout the years but is never more evident than in Coke’s Christmas ads. Whether its an endearing scene of a father and son watching the Santa Coke truck go by or a family of polar bears consistently being brought together by Coke, the Christmas ads are aimed right at the hearts of American consumers.

Pepsi has always had a young target audience. Their ads were historically targeted at teens and even pre-teens and are injected with fun, sports and most often, music. Pepsi has leveraged all manner of musical celebrities over the years, from Ray Charles to Britney Spears.
Here is a commercial on YouTube featuring Michael Jackson and a group of kids that are probably far too young to legally target for such a sugary product nowadays.

When Pepsi wasn’t using musical celebrities, humor was their weapon of choice, again utilizing young kids in the ads. Who could forget the lovable little girl telling the bartender, “I asked for a Pepsi Pal” in the voice of the Godfather?